If you are reading this article, it is likely that you are a Realtor or you work for a real estate company that has seen its share of problem properties. It can be a particular challenge finding buyers, especially if you are still using traditional ways to describe them in their listings.
It is important to understand several things about the way people buy anything these days because it isn’t like it was 20 – or even just 10 – years ago. The rise of online marketing, social media, and mobile technologies have changed the game for sellers in every conceivable industry. It should come as no surprise to learn that real estate is far from immune to the changes.
Realtors have relied for years on the very things that a social media audience demands. Property listings need to have high visual appeal with compelling descriptions that pique the interests of a potential buyer. This places you in the perfect spot for tweaking and reorganizing how that content is delivered.
Most Realtors may already know how to appeal to a social audience, but, today more than ever, it is vital to grab the attention of mobile users with their listings. That is one area that can be particularly challenging to navigate, especially when you’re trying to unload a property that just won’t seem to go away.
With all that in mind, let’s zero in on two key areas where your most difficult property listings might benefit from a little – pardon the pun – housekeeping: the structure of the copy and the overall presentation of the listing.
Writing Good Listings for Bad Properties
As Realtor, you have a serious task in front of you when trying to move a difficult property. On the one hand, you can’t hide, or even downplay, serious problems. If you don’t disclose things you know, they will be discovered in the inspection. If a buyer thinks you’re being dishonest or purposely wasting his or her resources to find out things you already know, he or she is not likely to decide to buy any property you show them.
On the other hand, you have to make the listing look as good as possible. One of the biggest hurdles faced by Realtors when writing real estate listings is location. This is particularly true when selling residential properties. Airports, railroads, busy roadways just outside the property, factories, power lines… all nails in the coffin of your listing.
Your job is to present the listing in a way that hands the nails to the buyer. In other words, the coffin isn’t sealed. Yes, these problems exist, but you are in control of how much impact they will have. Divulging negative information about a property can actually save the buyer thousands in the long term by uncovering and dealing with problems immediately. Here is the best possible framework for an ad that accentuates the positives while working around the negatives:
1. The Foundation – words and phrases that communicate your confidence in the property as a whole.
• “Ideal location for families with older children” (but not for toddlers since there’s a highway right outside)
• “Convenient public transportation just a few steps away” (a bus stops right outside every 30 minutes)
• “Short walk to local elementary school” (noise, commotion, and traffic at least twice a day)
• “Ideal for frequent air travelers” (property is near an airport)
Note how each of those examples actually presents a negative but frames it as a positive to the right buyer? Writing your listings this way will eliminate the wrong type of buyer and help you narrow down your list of viable prospects.
2. Sound, Honest Information
Glaring problems with the property need to be addressed in the listing. Why? If a property is being assessed at nearly 30 percent below the average in a given town or neighborhood, even a novice buyer will realize there’s a reason why. The best thing you can do in this situation is come clean. It will build trust and, again, attract the right buyer.
If the issue with the property is plumbing related, buyers with plumbing experience would see it as an opportunity to save some money and do the repairs themselves. Ditto with electrical or structural issues. Don’t give this part of your listing center stage, but mention it in five words or fewer.
• “Electrical upgrades recommended”
• “Older plumbing – requires extra maintenance”
• “High water table area”
These phrases alert to potential or known problems, but they, too, attract buyers who would be able to manage them.
3. A Direct Emotional Appeal
Certain phrases in real estate copywriting have a way of getting people to call you or attend an open house. Even with its faults, you can make a problem listing sound appealing by simply making an emotional appeal to the buyer.
“Kids getting older? Need less space? This modest cape is situated on a small lot just outside of Portland’s main business district.”
To some, that would read “tiny house with loads of traffic day and night.” To others, it could mean not having to mow a huge yard anymore or have to take care of a big house. It could mean less money spent on heating and cooling. It could mean being able to walk to the grocery store and not need to drive or take a bus.
Whatever the buyer’s motivation, you want to write the listing in a way that appeals to it and also dissuades people from responding on a property that just isn’t right for them.
Final Takeaway
There is a buyer out there for every property, regardless of its condition, location, or overall appeal. Your job is to be open and honest about what you are selling and to provide a realistic picture of the property that gets viable prospective buyers to contact you. In so doing, you will likely make the task of unloading a problem property easier on yourself and find a better match between property and buyer.
